Business Days was one of the largest events dedicated to the business community in Romania and a resource and information platform for entrepreneurs. Every year, Business Days organizes at least four business events in the main cities of the country. However, the project team felt that the brand was not sufficiently differentiated in the multitude of gender events, nor was it at the top of the participants' preferences.
Business Days had national coverage and managed to gather around the events, a stable community of entrepreneurs and professionals from diverse fields, eager to share their business and life experience. How can we make known the uniqueness of our events and how can we communicate it in a differentiating way to our participants? How can we create a preference for the Business Days brand? These were the questions that the creators of Business Days asked us when they asked us for a hand.
A brand communication is effective and can create preference when it is strongly anchored in what defines the brand. Noting that the brand's message of uniqueness was not captured in either its visual identity or its communication style, we recommended redrawing the identity and creating a graphic language that would help differentiate the brand's message.
From the very beginning of the project we wanted to understand in depth the phenomenon of Business Days. We went to events as speakers and participants, interviewed the project team, new participants and old members of the community. We looked for those traits that ensure the uniqueness of the brand and that are relevant to the expectations of the participants. We then took a close look at the competing events and the industry to see what strategies each one addressed. We learned that Business Days had become the most anticipated events throughout the year in the city, and speakers (professionals or entrepreneurs) saw the event as the largest social platform where they could present their business experiences or make their knowledge available to others. With these in mind, we recommended brand positioning: “Business Days - the event you can't miss.”
We created the identity from the natural gesture of trying the date of an important event on the calendar when we want to remember it. It is a natural habit, both in our private lives and in the calendar of business actions that we plan. And because Business Days events are vital in your professional development, it is certain that you will try them on your calendar. We captured the modern and dynamic character of the brand by building not just a simple logo, but a logo kit that meets multiple needs and communication environments. Once the training rules are established, the extensions can be built naturally, following the defined grid.
In the portfolio of the brand, in addition to the suite of annual events, held in the largest cities in Romania, Business Days also offered the community two media products, which are based on the content developed during the conferences: Business Days TV and Business Days Magazine. We developed the identities of the two sub-brands starting from the Business Day identity construction rule and using the elements of the category they belong to.
Such a dynamic brand, it takes every opportunity to communicate and make its uniqueness and personality visible. We have created a differentiating visual communication language, starting from the symbolism of circles (the way you mark your events on the calendar) and introducing, in addition to strong primary colors, a friendly, accent color palette. The different styles of blending image, color and type support the vibrant personality of the brand.
When you have a diverse project team and hundreds of brand contact points (banners, posters, flyers, folders, roll-ups, OOHs, signage, badges, etc.) it is essential to make sure that anyone responsible for brand communication or brand identity implementation has a clear set of rules for any kind of iteration. We have developed the identity implementation guide to ensure consistency of every interaction with Business Days.
We helped the Business Days team develop an online platform, a place where they constantly interact with the brand's audiences. Using Dynamicweb's All-in-One platform, the team benefited from both the functionalities of a presentation site and those of an online store for the marketing of related products, developed during the events (trainings, DVDs, etc.). At the same time, the platform provided them with a complex tool for community management, through targeted communication according to region, interests, etc. through newsletters and dedicated marketing campaigns.
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